FastLane Technologies Incorporated

FastLane Technologies was a young entrepreneurial software company that had developed a powerful language that could help organizations manage, administer and control large enterprise networks. In late 1996 they received an infusion of capital from Newbridge Networks and Celtic House, a venture capital firm. In May 1997, the new vice-president of marketing at FastLane must make his first presentation to the Board of Directors about his proposed marketing strategy for FastLane. The company faced a number of important issues, including whether to focus on the language or application tools based on the language and the most effective strategy for rapidly moving its products into a dominant position in its segment of the emerging market for Windows NT services. Developing effective channels to reach the large organizations that were its target customers was a particularly challenging issue. The case can be used in business-to-business marketing, marketing strategy, strategic market planning courses or in small business or entrepreneurship courses. (A 43-minute video can be purchased with this case, video 7A98A006.)

• Market Strategy
• Marketing Channels
• High Technology Products